Owner of an organic deli in London:
“We have customers who travel from Brighton and Oxford to shop here. There might be a few people who shop organically out of fashion, but a lot of our customers are what I call deep greens – deeply ecological people. Then there are light greens, who dip in and out, and foodies, who have become used to unprocessed food and are not going to change.”
Travelling 60 miles to pick up the salady bits is "deep green"?